Once you know the type of customers and clients you want to attract and where you want to take them. Now it’s time to motivate them to provide their email address and other contact information.
While simply asking for that information can work (but rarely does any more), you’ll get the best results if you offer something of value in return. In this module, you’ll create the valuable free gift that will entice your potential customers to join your email list. This free gift is also called a lead magnet or a free opt-in.
Why Do I Need a Call to Action or a Lead Magnet?
A lead magnet is the nudge to get your clients onto your email list and into your sales funnel. With a lead magnet, you give a bit of your expertise in exchange for your client’s email address. Remember, the end goal of your list-building is to convert some of your subscribers into customers who make a purchase and grow your business.
Some Ideas …
The Story of Our Company
Writing the story of the progression of your business is a great way to help your customers get to know you better. They can probably relate to some of the issues you’ve come across in the past and humanising your brand is a great way to build an emotional connection.
Questions to Answer:
- Where did your company begin?
- What is your Unique Value Proposition?
- What problems/needs were you trying to solve/fill from the outset?
- How has that changed today?
How You Can Encourage Involvement:
Ask your audience to include a brief story of their own in the comments section. You could even go on to feature some of the more interesting responses in their own post to cement a connection even further.
Call to Action:
- A beginning/middle/end template for audience members to write their own stories
- ‘Why Stories are Important’ fact sheet
- Discounts/offers for your most loyal customers/those who have stuck around since the beginning
Top Tens
People love lists. Giving your audience a list of your own favourite resources/influencers/etc provides not only an opportunity for relationship building but also for cross and upselling your own products or services.
Top Ten Ideas:
- Online tools for your industry
- Complementary products/services
- Influential people in your industry
- Ways to get the most from a specific product/service
How You Can Encourage Involvement:
Ask for your audience to contribute their own experiences and preferences. For posts such as ‘ways to get the most from a specific product/service’, you can ask them to send images or video of themselves using your products and services. You can then feature these to encourage social proof.
Call to Action:
- A list of ten more…
- More information about featured tools/apps
- An instruction sheet on other ways to use specific products/services
‘How To’ Post
How-To posts are a great idea for running alongside a big product launch. You can show people exactly how to use what they’ve recently purchased with diagrams, photos and videos. It’s also an excellent way to persuade purchasers who may be on the fence.
Questions to Answer:
- How will this product solve your customers’ problem?
- What other benefits does it have?
- What kinds of people utilise this product?
- How is it used to it’s highest potential?
How You Can Encourage Involvement:
Invite feedback and testimonials from purchasers. This is a great method of not only encouraging social proof, but you can also incorporate this feedback into any product revisions you might make. Just make sure you attend to negative feedback quickly and appropriately.
Call to Action:
- Complementary purchase ideas
- More detailed instruction
Industry News
It’s a good idea to make sure you offer informational content as often as possible. Use the time between product launches to cement your reputation as a go-to source of information for your audience by broadcasting content that is relevant to them in a way that they can easily digest it.
Questions to Answer:
- What’s happening right now that could be relevant to your audience?
- In what ways will it affect them positively?
- What actions do you recommend that they take to take full advantage of this opportunity?
- How will your company adapt to these changes?
How You Can Encourage Involvement:
Ask for audience opinion. You might also find that some members of your audience are even more clued into what’s happening right now than you are. Try to pinpoint these people and perhaps ask them to get even further involved by writing a guest post.
Call to Action:
- Checklists/ideas/lists relevant to topics discussed
